I remember buying my first cassingle in 1993 when I was 10 years old. For the next few years, I would always browse the cassingles section whenever possible, always searching for the Madonna releases. Cassette singles fascinated me because sometimes they featured a non-album track or a remix edit on the B-Side. But how did cassingles come about in the USA? And how did this affect Madonna’s American discography?
If you know anything about music history, you know that the 7″ 45rpm vinyl record was the music industry staple for releasing ‘singles’ for many decades. They are an iconic symbol of 1950’s and 60’s jukeboxes. The record industry always saw the inexpensive ‘single’ as an introductory format for younger consumers (namely, teenagers). They could spend a lot less money than they would for a full album but they would get the hit song that they heard on the radio, plus another song on the B-side. This technique would train the young listeners to begin buying music on this inexpensive format, and then they would transition into buying full-priced albums. By the early 1980’s, the cassette album had already been introduced and by the mid part of the decade was already overtaking the classic black vinyl LP in sales. But what about cassette singles? Some record labels had experimented briefly with them for certain artists as early as 1982. These obscure, early releases were probably seen as more of a novelty and they didn’t garner much attention or sales.
It wasn’t until 1986 that record labels began to have serious conversations about formally launching the cassette single format. By 1987, the cassingle was introduced on a much larger scale in the United States and record stores were optimistic that they would replace the 7″ vinyl as the younger consumer’s format of choice (at this point, 7″ vinyl sales were already on the decline, which is why the record industry was looking for a new format successor). Cassettes were appealing to consumers due to the rise of devices such as the Sony Walkman and the boombox and, of course, they were easy to carry and play in car tape decks. In the end, cassette singles were successful all the way into the 1990’s and lasted all the way into the early 2000’s.
As it happened, Madonna’s very first American cassette single was for her 1987 Summer hit “Who’s That Girl” (it should be noted that other countries had actually released cassette maxi-singles for Madonna before the USA did, most notably, Canada who had started with 1985’s “Angel”). In addition to a 2-track cassette single (which was packaged in a convenient cardboard slip-case), “Who’s That Girl” was also released as an extended remix cassette maxi-single in the USA. The cassette maxi was supposed to be the equivalent of the 12″ remix vinyl. The next single from the Who’s That Girl soundtrack, “Causing A Commotion”, was also released on these same 2 formats. Interestingly, the cassette maxis were packaged in long, 12″ X 2.75″ boxes. If you’re a collector, you probably already know that CD albums were packaged in longboxes as well in the United States during the 1980’s. This was done so that these releases would fit in the 12″ LP shelving that record stores already had installed (and they wouldn’t need to install new shelving for the smaller CD and cassette formats). These would be Madonna’s only 2 cassette maxi-singles released in this packaging.
By 1989 when Like A Prayer was released, the maxi cassette format was discontinued (at least for Madonna, though it would make a return the following year. More on that below) as well as its longbox packaging (CD albums continued to be released in longboxes until around 1992-93). The title track from Like A Prayer was released in the USA as a 2-track cassingle, and the rest of the album’s singles followed in the same configuration. Curiously, “Express Yourself” was released with 2 different artwork designs. The reason for this is not known. The first one featured the standard design with a photo of Madonna, and the second featured a black and purple logo design. The track lists for both are exactly the same (both feature the 7″ remix of the song on the A-side, in my opinion, much superior to the album version). The “Cherish” cassingle is notable for featuring a non-album song from the Like A Prayer sessions called “Supernatural” on the B-side, one of the very few occasions that Madonna included a non-album B-side on a release. All of Madonna’s early cassingles are scarce nowadays, but in particular, “Oh Father” is one of the most difficult to find. It is one of only a few releases in the world to feature this picture on the front sleeve (this picture was never used on any vinyl or 5″ CD release anywhere in the world). The fifth and final cassette single in the USA from the Like A Prayer album was “Keep It Together”.
In 1990 with the release of “Vogue”, the cassette maxi-single made its return in a cassette album-style plastic case. This would be the packaging for all of Madonna’s other cassete maxis from this point forward. They all included a picture insert (many had an additional inner fold with an additional picture or graphics). The track lists for the cassette maxi-singles usually mirrored the track lists of the 12″ vinyl maxis (“Vogue” being the only exception). The second single from I’m Breathless, “Hanky Panky” and the two Immaculate Collection singles (“Justify My Love” and “Rescue Me”) all followed in the same configurations. 1992’s “This Used To Be My Playground” was only released as a standard cassette single as no maxi variations were released in the USA at all.
All 4 of the American Erotica singles were released on both 2-track and maxi-cassette formats. Madonna’s cassette maxi-singles are typically more difficult to find these days (compared to the standard 2-track versions), indicating that perhaps there were only pressed in very limited quantities. The Erotica cassette maxis are especially scarce. As I mentioned before, the cassette maxi track lists usually matched the 12 vinyl track lists, so some of the Erotica cassette maxi-singles featured some mixes that only appear on these cassettes and on vinyl, and not on the CD maxi-singles (for “Erotica”: the Bass Hit Dub; for “Deeper And Deeper”: Shep’s Deeper Dub and David’s Deeper Dub); and for “Fever” on the “Bad Girl” cassette maxi: Shep’s Remedy Dub and Oscar G’s Dope Dub). The maxi for the final single from Erotica, “Rain”, featured a non-album B-side (though it was more of an extended dub) called “Up Down Suite” which was based on the Erotica sessions song “Goodbye To Innocence”(this song which was originally planned to be on the album but later dropped and replaced with “Fever”). “Goodbye To Innocence” was eventually released on the 1994 various-artists compilation album Just Say Roe. 1994’s “I’ll Remember” would be the
last title to be released as a cassette maxi single. This release would also feature 2 mixes exclusive to the cassette maxi and 12″ maxi formats: the Guerilla Groove Mix and Orbit Alternative Mix (though the differences to the other mixes on the CD maxi are extremely minimal). The cassette maxi for “I’ll Remember” is probably the most difficult to find of all of them.
Regular 2-track cassette singles continued on into the mid and late 90’s with all the releases from 1994’s Bedtime Stories album (“Secret”, “Take A Bow”, “Bedtime Story” and “Human Nature” and 1995′ Something To Remember compilation (“You’ll See” and “Love Don’t Live Here Anymore”). I specifically remember the day I bought the “Secret” cassingle (it was the second Madonna cassette single I ever bought after “I’ll Remember”). I remember being embarrassed taking it to the cash register to pay for it because it had a picture of Madonna in a bra! I also remember buying “Human Nature” and “Love Don’t Live Here Anymore” when they were released. I never saw the “Bedtime Story” or “You’ll See” cassingles in stores. I do remember seeing “You Must Love Me” on cassette but decided to buy it on CD instead (since the idea of buying multiple formats hadn’t entered my head yet!).
By the mid 90’s, sales of cassette singles were on the decline and the CD single was seen as its replacement (though by this point the overall singles market in the USA was already weakening). In 1998 when the Ray of Light album was released, I remember seeing less and less cassette singles in stores. All 4 Ray of Light singles were issued on cassette, though, and they would be among Madonna’s last (“Frozen”, “Ray Of Light”, “The Power Of Good-bye” and “Nothing Really Matters”). Interestingly, the American cassingle for “Ray Of Light” features a unique 2-face design which is different from the CD releases. The “Ray Of Light” 2-track also featured the amazing non-album track “Has To Be”.
“Music” and “Don’t Tell Me” were Madonna’s final cassette singles to be released in the USA in 2000 and 2001 respectively. Cassettes albums were being phased out around this time as well across the United States (2001’s GHV2 compilation would be Madonna’s final cassette album in the States) and it wasn’t long before they vanished from shelves completely.
The singles market in the USA in the latter part of the century was not as successful as it was in the UK and Europe. CD singles enjoyed a few years of success but in the early 2000’s these were phased out almost entirely and we would enter the world of digital singles (luckily for Madonna’s USA fans, she was the last major artist to still release commercial singles up until 2010’s “Revolver”). The era of the cassette single has a special place in my collector’s heart. It was truly a great time to be a fan of Madonna and music in general. They sure don’t make things the way they used to! If you’re a collector but haven’t really dove into the world of cassingles, I highly recommend it. They are becoming more rare as time goes by!
Just for fun, below is a photoshop rendering I made last year of a “Living For Love” cassette single in tribute to this charming music format. Can you imagine? 🙂
-A